ICH - an enduring brand

I wrote this awash in nostalgia. It might as well be written by a student of the discipline of marketing, and for all I know the story carries so much gravity it could easily turn into a case-study one day. I hope it does! I like it when Indian stories take that route.

For almost all of us, some of the enduring memories of childhood relate to the time we spent with our loved ones while eating out. Those memories, vivid in detail, flash through the mind several times in later parts of our lives. These are pleasant memories, happy moments that stay with us forever.

It is rare for service providers and manufacturers to last beyond a certain age. Usually companies come and go. That's the rule. Very few stay. Either the concept gets worn out, or the promoters may lose interest for a variety of reasons.

Especially so for (retail) food companies that don't indulge in aggressive marketing. If they survive as a brand for decades, it means three things for sure

1. the quality of food is excellent
2. the loyalty of customers is pretty high
3. pricing of certain critical items is strategically done

India has its share of successful food brands. Amul is the foremost and the poster-perfect example of one such success-story. What makes Amul special is that it's not some high-sounding corporate that created it, but a cooperative federation. It's a sterling example of a truly unique experiment that was managed to near perfection. Not just the philosophy behind it, but also the commercial side was taken care of very nicely.

One more brand that has stood the test of time is the Indian Coffee House, or ICH. The name is a misnomer as they serve a full range of meals and food-items. And very tasty & healthy stuff really!

The Indian Coffee House is run by a series of worker co-operative societies. It has a strong presence with hundreds of restaurants across India, but largely in South India. I really like the idea as it is a commercially successful venture run by worker co-operative societies. This is as close as you can get to a healthy blend of socialism and capitalism.

Like many of those in my generation, I have been visiting the ICH since my childhood. I distinctly remember how my brother and I could not control our laughter when we would see the (usually) tall Malayali waiters wearing those unique headgear that made them look even taller! We found it very funny. I remember how we would always ask for extra 'chutney' and 'sambhar' and how delicious the extra bowl always tasted. I cannot forget the verrry long 'sada dosas' - crisp, crunchy and falling out of the plate, that was always shared between the two of us! I distinctly remember the stern-faced floor-managers who would prepare the bills at the front desk, and we would always try to save on the tip! Those 1 and 2 rupee coins meant so much then.

*Today I realise that the headgear was one of the branding symbols. An enduring one.

*Today I can sense that the taste of that chutney and sambhar was their secret recipe.

*Today I can understand that the stern faced South-Indian manager was their operational masterstroke.

*Today I can relate to their operating principle of low-cost and quick turnover.

Even today, the Indian Coffee House remains as strong a brand as ever. I do not see a lot of trendy young people visit the outlet in my hometown, perhaps because the aggressive marketing and image of the CCDs, Baristas and McDonald's creates a mental barrier.

Don't make that mistake young guys and girls! Go to the ICH once, and try the stuff they serve. You will not only like the taste, but also the earthy and no-frills ambience, the rates, and the sheer Indian-ness of the place.

A comprehensive historical description of ICH -http://en.wikipedia.org/wiki/Indian_Coffee_House
 

They serve a full range of foods. But some of the stuff they offer is very must-have kind. You will not believe that the mini-meal pictured here costs just Rs 60! It's as hearty a meal as Mom could make. And at only Rs 60, it's a steal. Sure there are other bhojanalayas in each Indian city that do serve meals for as low as 30 or 40 bucks apiece but what I like here is the hygiene and the taste. Bet you will not remain hungry after finishing the 3 vegetables (in good sized bowls), Daal, Dahi, Sweet-dish, plate full of rice, basic salad and Rotis/Pappadum.


And of course, there is the trademark Filter Kapi (south Indian filter coffee!) that's perhaps better than most you will taste anywhere else. The item is so distinct in its appeal that the name ICH sounds justified.

And how can I not mention the entirely ethnic, original and very tantaslising Tutti-Frutti, presented in true ICH style. And for less than 50 bucks, it's again worth trying several times! Just look at the bright colours, the simple glass, and the way the decoration appeals to the child inside us :-)

So, can you afford to miss these? Let me now wind up before I sound like an official marketing agent for the ICH. Ha ha!

If only the ICH management can deliver some contemporary marketing messages to young people, there can be a strong growth through word-of-mouth as the product is excellent. Shorn of all frills of modern restaurant management, and yet fast, clean and tasty, ICH represents a unique old-age concept that can survive despite the unrelenting flood of modernism that seems to flatten everything in its wake.

Long live Indian food brands. Long live ICH!
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